It was an austerity Christmas for the large-scale retail trade web channel

It was an austerity Christmas for the large-scale retail trade web channel


The bad moment continues Web channel of modern distribution. After closing the month with a fractional decline November (-0.2%), a December the losses became more significant (-1.7%). Consumers are tightening their belts and Christmas holidays they were not a sufficient reason to go back to spending.

Graphic by Silvano Di Meo

“With 205 million in sales, December closed 2023 with a slight decline (-0.3% to just over 2 billion) –

– explains Gregory Binazzi, market measurement product management director of Circana (formerly Iri), the company that carries out the survey for OsservaItalia – The food sector closed the year essentially at break-even (-0.1%), while the household-personal chemical sector recorded the worse performance (-0.8%). Of note is the exploit of the Pet department which continued its double-digit run also in 2023″.

Graphic by Silvano Di Meo

Graphic by Silvano Di Meo

Binazzi, however, points out how the Black Fridaywhich fell in November, recorded a very positive performance: “The search for convenience therefore leads to a partial transfer of consumer spending from Christmas to Black Friday, an element which is also confirmed by observing the data relating to promotional pressure. If during Black Friday 2022 the incidence of promotions was 36.4%, in 2023 it increased by four points reaching 40.4% of overall sales”. Although to a lesser extent, the phenomenon was also repeated in December, a month during which promotional pressure reached 30%, growing by 2.4 points compared to the previous year.

Graphic by Silvano Di Meo

Graphic by Silvano Di Meo

“Corresponding to the resumption of promotional activity, a phase of deflation in December, with the prices of the virtual channel showing a negative sign for the first time in 2023 in comparison with the previous year, after having settled between +6% and +8% in the first half of the year – concludes Binazzi – However, the drop in prices is not sufficient to support a recovery in volumes which close the year with -4.3%”.

Graphic by Silvano Di Meo

Graphic by Silvano Di Meo



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